These days when I search on mobile I do notice the enormous amount of extra weight Google are placing on AMP content.
I like that AMP stuff is snappy, I very much dislike the way it is confusing and downright pretty evil that this turbocharged content lives on Google servers.
Today Google announced they are making some tiny tweaks to AMP to better expose the origin URL Google Developers Blog: What’s in an AMP URL?
I am super mixed on wanting support for AMP
On one hand, as an end user it is often the fastest content I can get.
On the other hand it is sleazy the way Google places itself between you and your content and then gives extra bonus points for exposing content this way.
I am not particularly concerned about the “technical” cost of implementing AMP, much more concerned about if it philosophically belongs in the product and is something we should be encouraging.
But… Google seem to be pushing really hard to get people on the AMP train.